When comparing the size of the audience generated by the news media coverage to the cost of reaching the same audience through traditional advertising, the mentions of Johnson's name drew an estimated exposure value in excess of $10 million.
According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Danica Patrick actually was referenced in about 700 more media stories appearing on television, print and the Internet than Johnson this past off season. However, the estimated audience of Patrick's media coverage was smaller than Johnson's, and as a result, she amassed slightly less estimated exposure value ($9.8 million) from her coverage.
The Joyce Julius study began the day after the NASCAR Banquet last December and concluded this past Monday following the Super Bowl.
